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All Journal Jurnal Informasi dan Teknologi Journal of Innovation Research and Knowledge
Kespandiar, Tengku
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Humanities Computer Science & IT Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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DIGITAL MARKETING STRATEGY ANALYSIS OF PRODUCT PURCHASING DECISIONS AT THE TIKTOK SHOP Kespandiar, Tengku; Mokhamad Arwani; Saida Zainurossalamia ZA; Silvia Ekasari; Donny Dharmawan
Journal of Innovation Research and Knowledge Vol. 3 No. 10: Maret 2024
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The aim of this research is to analyze digital marketing strategy analysis of product purchasing decisions at the TikTok Shop. This type of research is survey research. The population in this research are buyers who have a TikTok account and have shopped at the TikTok Shop. Because the population is so large, the sample taken was limited to 50 respondents. Data analysis in research uses simple linear regression using the partial (t) test. The research results show that electronic word of mouth has a positive and significant effect on product purchasing decisions at the TikTok Shop.
Analysis of the Influence of Product Cost and Perceived Advertising Costs Through Digital Devices on Digital Brand Equity of American Fast-Food Products McDonalds Sudirjo, Frans; Fajri, Muhammad Iqbal; Ilyas, Arifai; Kespandiar, Tengku; Permadi, Indra
Jurnal Informasi dan Teknologi 2024, Vol. 6, No. 1
Publisher : SEULANGA SYSTEM PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60083/jidt.v6i1.497

Abstract

The purpose of this research is to demonstrate and examine how perceived advertising budget and pricing deals affect perceived quality and brand image, as well as how brand loyalty, brand awareness, and brand image are affected. Descriptive research is what this study is doing. The research approach employed by the investigators was a cross-sectional design. In this study, a questionnaire is used to collect data. This study's target demographic consists of all individuals who have visited, seen, and bought merchandise. Scientists employed judgmental sampling, a non-probability sampling method. One hundred persons made up the research sample. This study makes use of the confirmatory factor analysis approach in conjunction with the SEM data processing technology. The analysis's findings indicated that perceived advertising spending positively impacted perceived quality. Brand loyalty is positively impacted by perceived ad spend. Brand recognition is positively impacted by perceived ad spending. Brand image benefits from perceived advertising expenditure. Discounts on prices positively impact the perception of quality. Discounts have a detrimental effect on a brand's reputation. Thus, these results provide important insights for companies in designing their marketing strategies. They need to carefully consider the allocation of their promotional funds, ensuring that investment in perceived advertising spending is balanced with the benefits derived while also being mindful of the risks associated with excessive use of price deals. By understanding the relationship between these factors, companies can optimize their marketing efforts to strengthen their brand image and improve their product performance in the marketplace.
Application of Simple Additive Weighting Method To Design an Employee Performance Assessment System in a National Logistics Company Kus Yunanto, Mohammad; Ramayanti Sinaga, Herty; Violin, Vivid; Kespandiar, Tengku; Diawati, Prety
Jurnal Informasi dan Teknologi 2024, Vol. 6, No. 1
Publisher : SEULANGA SYSTEM PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60083/jidt.v6i1.502

Abstract

This research aims to discover how an employee performance appraisal system using the website-based SAW method can help managers carry out the employee performance appraisal process. The method used in developing a web-based decision-making system is the prototype method. For data collection, two techniques were used. First, obtain the necessary information through interviews. Second, by collecting performance assessment data previously carried out manually by managers. It can be observed that the system may function effectively by performing its functions as an employee performance assessment utilizing the simple additive weighting calculation technique after creating a prototype decision-making system using the website-based simple additive weighting method. After managers have completed an evaluation, website-based solutions can combine data to make it easier to access, preserve data security, and support decision-making. The results provided yield high accuracy based on the SAW formula. This system uses the SAW calculation method so that employee performance assessments are carried out based on the percentage weight of the criteria that the manager has determined. From the requirements and results of this assessment, SAW can produce a ranking of employees with the best to worst performance. From this ranking, the manager can determine the employee with the best and worst performance, and then managers can make decisions based on that data.
Analysis of The Influence of Promotion Through Digital Marketing and Effectiveness of Marketing Communication on Customer Decisions in Hospitality Industry Irwansyah Rezeki, Syailendra Reza; Dharmawan, Donny; Azlina, Yunidyawati; Purwanti; Kespandiar, Tengku
Jurnal Informasi dan Teknologi 2024, Vol. 6, No. 2
Publisher : SEULANGA SYSTEM PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60083/jidt.v6i2.521

Abstract

This research aims to determine the marketing communication strategies used to increase occupancy. We used qualitative and descriptive research. The researcher employed a case study as the research method. In-depth interviews provided the techniques for collection. The research results revealed that the public relations division, in collaboration with the hotel marketing team, designed and implemented the marketing communication strategy. Public relations is a communication facilitator, especially in communicating hotel products and services through various marketing strategies. This strategy is divided into three, namely the push strategy, which uses distributors or travel agents to encourage customers to use hotel products; the pull strategy, which uses advertising, sales promotions, personal sales, and direct marketing to attract customer interest in hotel products and services, also the profile strategy, which uses public relations to build the hotel's image and reputation to increase customer trust and sales. This research suggests that further research be carried out in quantitative form to obtain a more detailed understanding of the success of each factor that influences marketing communication strategies, such as push, pull, and profile strategies. Meanwhile, from a practical perspective, conducting a more detailed evaluation of each marketing communication tool used by measuring its effectiveness to select the most effective tools in increasing sales or occupancy is recommended.
Co-Authors Azlina, Yunidyawati Diawati, Prety Donny Dharmawan Fajri, Muhammad Iqbal Frans Sudirjo Ilyas, Arifai Irwansyah Rezeki, Syailendra Reza Kus Yunanto, Mohammad Mokhamad Arwani Permadi, Indra Purwanti Ramayanti Sinaga, Herty SILVIA EKASARI Violin, Vivid ZA, Saida Zainurossalamia